Former Swansea City ballboy kicked by Eden Hazard sells company for £500 million
One minute you’re a Swansea City ballboy getting booted in the torso by Eden Hazard and the next you’re selling your company for a reported £500 million.
We all remember the moment the Belgian superstar kicked 17-year-old Charlie Morgan in a frustrated attempt to dislodge the ball during the second-leg League Cup semi-final match in 2013.
Years later, Morgan’s Au Vodka business, which he created with school friend Jackson Quinn in 2015, saw a huge boost in sales during the pandemic down to 'a lot of lockdown parties going on'.
From making 2,000 bottles of vodka a day, production levels surged to 35,000 to keep up with demand.
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In 2017, the duo sold a stake to DJ Charlie Sloth, who helped get Au’s products promoted by celebrities, with the likes of Floyd Mayweather, Paddy Pimblett and Jake Paul having posed with the bottles in the past.
Sazerac acquires Au Vodka ‘for over £500 million’
With around 80 employees, the Swansea-based company, now the second-largest player in the UK’s ready-to-drink cocktail market, has been acquired by Buffalo Trace and Southern Comfort owner Sazerac for an undisclosed sum.
Sky News reports that the transaction could reach over £500 million, with Morgan and Quinn expected to bag £100 million each.
“Au Vodka has grown from a local startup into one of the UK’s most recognisable spirits brands,” Sazerac said in a statement on Monday (17 August), The Grocer reports.
“Known for its distinctive gold bottles, bold flavours and innovative ready-to-drink range, Au Vodka has built a highly engaged global audience and a strong presence across retail, hospitality and e-commerce.
“Sazerac works continuously to grow its business by investing in brands and building out its portfolio globally to connect with consumers.
“The UK is an important market for Sazerac, and this opportunity enables the company to deepen its presence in the UK.”
Speaking in 2021, Morgan said that he and Quinn were best friends in school as the pair noticed a gap in the vodka market.
“The growth has been just phenomenal. There are so many people in the world who are involved in it now, which is exciting,” he said.
“We thought we could do well, but it's probably gone bigger than we thought we could do already.”
And in case you’re wondering, Morgan and Hazard squashed their ‘beef’ after posing together on social media in 2024.
“A nice thing about retirement is catching up with old friends. You have come a long in way in 11 years my friend @charliem0rgan @auvodka x @hazardeden10,” Hazard captioned the very smiley photo.
LADbible Group has contacted Sazerac for comment.
Anish Vij